The Seamless Retail Shopping Experience

Peter Prestipino

Posted on 9.09.2012

Powerhouse commerce platform Demandware launched a few new enhancements to its Multichannel Commerce Solution that are definitely worth a look – particularly if you’re paying attention to the variety of new devices on the market and recognize the shift in consumers’ purchasing behaviors.

“Consumers are increasingly using multiple channels to access information and make a purchase, and they expect a seamless shopping experience throughout,” said Jamus Driscoll, senior vice president of marketing for Demandware. “With these latest innovations, Demandware is providing our clients with the tools they need to rapidly meet the dynamic needs of their valuable multichannel customers.”

In addition to an updated Web architecture (HTML5) and several new and enhanced integrations with third-party technologies, specific platform improvements include responsive web design and multi-channel optimized commerce - the realization that "buying" takes place anywhere - including at in-store locations.

Most are likely now familiar with responsive design (which allows for dynamic formatting of content presentation based on the type of device) but where Demandware separates itself from the hordes of competition in the e-commerce platform space is in not just thinking multichannel, but acting like it. New features on the platform include store-level inventory visibility and a store locator, and enhanced features include AJAX-based search refinements, kitting and outfitting configuration, and rules-driven merchandise personalization.

While Demandware is certainly not the first to integrate responsive design or create more robust mult-channel experiences, it’s certainly one of the biggest and with some of the biggest clients including fashion retailer Perry Ellis.

“As a global, multichannel brand, it is critical that we enable a seamless shopping experience for our customers who may start shopping on a mobile phone, continue on a desktop and finish on an iPad. With Demandware’s responsive design architecture, we were able to efficiently implement across multiple device types in a fraction of the time it would normally take developing for multiple device types,” said Michelle Magallon, VP of digital commerce for Perry Ellis International.